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About: (Est. 1977) “The Lupus Foundation of America is the only national force devoted to solving the mystery of lupus, one of the world’s cruelest, most unpredictable and devastating diseases, while giving caring support to those who suffer from its brutal impact.”

Select quote: “The organization’s new positioning strategy, messages, and tag line — Help Us Solve the Cruel Mystery — were created in collaboration with the New York branding team Siegelvision, headed by brand guru Alan Siegel. The riveting phrase “cruel mystery” inspired the Siegelvision team to create the new Lupus Foundation of America logo which features a strikingly positioned question mark in place of the letter “P” in the word lupus.”

“The centerpiece of the education effort is a 45-foot bus with eight interactive exhibits and displays, where visitors can experience what it is like to live with lupus, reinforcing the urgent need to end the disease’s brutal impact.”

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November 15, 201211.15.12by Armin

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Lupus Foundation of America

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About: (Est. 1977) \"The Lupus Foundation of America is the only national force devoted to solving the mystery of lupus, one of the world's cruelest, most unpredictable and devastating diseases, while giving caring support to those who suffer from its brutal impact.\"

Select quote: \"The organization's new positioning strategy, messages, and tag line — Help Us Solve the Cruel Mystery — were created in collaboration with the New York branding team Siegelvision, headed by brand guru Alan Siegel. The riveting phrase \"cruel mystery\" inspired the Siegelvision team to create the new Lupus Foundation of America logo which features a strikingly positioned question mark in place of the letter \"P\" in the word lupus.\"